 "Data tracker: The power of celebrity")
When 2017 kicked off, several marketers believed it was time to wind down the dependence on stars as the previous year had seen several brands in troubleover statements/actions of their celebrity endorsers. Stars too were wary as the government was all set to legislate the brand-endorser relationship, in a bid to protect consumers. However, the year gone by has seen the relationship flourish, although the nature of the engagement has changed, according to the Indian Entertainment Marketing Report by ESP Properties
• Consumers have a greater recall of products that have been endorsed by celebrities, irrespective of whether they
